Fanatics Expands Everton Retail Partnership

15 Feb 2019 | tshego

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Global licensed sports merchandise specialist Fanatics has expanded its partnership with Everton Football Club.

The Merseyside club first agreed a 10-year partnership with Fanatics in 2009 and this new long-term deal will see the Premier League side adopt Fanatics’ v-commerce model.

Fanatics’ vertical management model combines its retail technology platform with an agile supply chain and on-demand manufacturing, to allow for the broadest assortment of merchandise, responsive to the demands of the supporters.

As a result, Everton fans will now see a range of readily available merchandise produced on demand by fanatics, incorporating ‘micro-moment’ gear, a more dynamic approach to product creation.

Fanatics will continue to operate Everton’s retail outlets, including Everton One at the club’s stadium Goodison Park, Everton Two located in the city centre and the club’s online store.

As part of the arrangement, Everton will further benefit from Fanatics’ own international expansion programme, providing greater international visibility and distribution thanks to an expanding supply chain, global warehousing and increased production capability.

In addition, the deal also includes commitments towards the Everton’s future stadium plans to move to Bramley-Moore Dock, ensuring the creation of a “world-class retail experience to fit a world-class stadium.”

Sasha Ryazantsev, Everton’s Chief Finance and Commercial Officer, said: “Thanks to this agreement, Fanatics will continue to deliver and grow Everton’s global retail operation regionally, nationally and internationally.

“Our fans can look forward to an even wider range of Club merchandise, no matter where they are in the world.

“The deal also supports our longer-term plans for our retail operation, including extensive work on planning for the move to Bramley-Moore Dock.”

Commenting on the deal expansion, Steve Davis, Fanatics’ International President, added: “Everton is a fantastic club and we’ve developed a deep relationship with them that has successfully led to this new, innovative retail partnership.

“We’re particularly excited that Everton joins a list of international partners to adopt Fanatics’ vertical manufacturing model, which will significantly improve the overall supply chain and enable us to cater to the modern-day, on-demand needs of Everton’s global fanbase.

“It allows us to plan for the future and cater to fan expectations on a long-term basis.”

Fanatics already works with several major football clubs across Europe including Real Madrid, Manchester United, Chelsea, Manchester City, Borussia Dortmund as well as The Football Association and the German FA (DFB).

The expanding roster of partners also includes global rightsholders including the NFL, NBA, England Rugby, Ryder Cup and European Tour.

Meanwhile, Fanatics helped play its part in the shortlist unveiling for the 2019 BT Sport Industry Awards, designing t-shirts featuring a Gareth Southgate-inspired waistcoat for all those shortlisted for the award categories.